The Style Q&A: Yael Aflalo

The founder of cult favorite Reformation—a cult that includes actresses, It girls, and Rihanna—reveals the intricacies of her personal approach to fashion and design. Plus, see Yael's life in three looks here.

How would you overall describe the aesthetic of Reformation? Is it the same as your own?

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Yeah, oh yeah. The first thing about Reformation's aesthetic is, natural and the second thing is, easy. So being able to breathe and not being too finicky, that's really important. Another aspect is, flattering—it doesn't matter if something is super on trend—if it makes you look like a potato sack, we don't make those kinds of things. And the other thing is that it can go either provocative or sensual. Those are all the words for it.

For a while I feel like Reformation was an insiders secret, and now...

It's not an insiders secret.

Will you tell me what that process has been like to watch the brand grow so dramatically?

It's exciting! Let's just say that Rihanna comes in the store, takes her jacket off, puts ours on—and walks out the door. It's like, shut up! I get excited by all of it. You know, I still get excited if I go to a party and there's a bunch of girls wearing Reformation, celebrities or not. That's exciting.

What do you chalk it all up to?

It's good clothes. That's what I think it is. I think it has to do with the clothes being really good.

Like Rihanna, you can wear them out of the store...

Yes, that's the thing. I don't think they are overly trendy, it's not owned by a celebrity, or I'm like best friends with a celebrity and that's why—that's not the reason why the brand took off. I think it took off really because the clothes are good and girls really like to wear it.

Describe your personal style in three words...

I would definitely say I dress provocative. Easy. I'm probably more efficient then most girls. I don't wear shoes that take a lot of time to put on, I can't do it. Well, I buy them, and then I can't wear them.

Do you have any style icons?

I really like Bianca Jagger for 70's inspiration. I really like Hanneli Mustaparta, maybe because I have dark hair, I tend to like the girls with dark hair. I also really like Miroslava Duma.

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Do you have a trademark accessory?

I guess I'm a shoe girl, shoes are always the one stand-out thing about my outfit.

What is your approach to buying shoes?

I'm pretty thorough about it. I don't make quick, rash decisions. I know every shoe made by all the designers. So I know all the shoes and then I make a calculated decision. Like, I don't need that one if it's similar to this. It's a strategic exploration.

Do you have any past-look regrets?

Every single one of them. You know when you go back and look at pictures of yourself and you just think, 'what?'

Are there any pieces that you buy in bulk?

Shoes.

Other than Reformation, if you could only wear one designer for the rest of your life, who would it be?

Clothing or accessories?

Let's say accessories.

I can do accessories and I have to make a life commitment. Like, Phoebe Philo could quit Celine and then...

You can pick a designer regardless of brand...

Where's your favorite place to shop, anywhere in the world? Are there any hidden gems?

Vegas, during sale season. Because they buy all the crazy shit and they don't sell it. They just have it there for show and then when Vegas goes on sale, it's wild.

Do you have a first fashion memory?

Yeah. I remember dressing up me and my sister in these matching overalls, they had paint on them, hand paint. I completely styled us from shoes to jewelry. I always dressed my sister up when she was little and then when she went to sixth grade, she rebelled and said you can't dress me anymore.

Is there anything that you would never, never wear?

Drop crotch harem pants.

Do you have a current wardrobe MVP?

The Reformation jeans, I got them tailored to fit me perfectly. They are it. It's so easy, you go get vintage jeans and then you take them to a tailor and then they fit you perfectly. It's $20 and your life is changed.

What kind of shopper are you?

If I'm shopping for myself, I just get in and get out, fast, that's how I would describe myself. I go, I look at what I like, I buy it. And I usually go alone because I'm fast.

Are you a closet editor or builder?

A combo of the two. I'm an editor, I don't like to have a lot of stuff in my closet. But then I've also made clothes for 17 years, so I just have a stockpile of boxes and boxes of clothes that I feel sentimental about because I made them, and I keep them. So my main closet is very edited and then I have an archive of stuff that I made. You never know when you'll need it.

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